Market Development

Typically, certain commodity agricultural products like coffee and cacao are grown in developing countries and exported to the west for processing, branding and marketing. The added value, much of which is IP, is where the profits are generated and these are rarely shared with the farmers. These farmers are among the much cited group that lives on less than $1 a day.

CAS has taken all of its institutional knowledge and experience to more actively participate in correcting this imbalance, and is working with several CG centers on innovative projects which will directly impact the incomes of this disenfranchised minority.

Market stall of sweet potatos at the side of the road - CIP project near Mpigi, Uganda

Papa Andina - Andean Potatoes

By working closely with CIP and Conam (CIP’s Peruvian partner in the NPI) to develop an innovative marketing strategy and IP plan, it is hoped that a vibrant market for some of the unique Andean potatoes will be developed which will generate significant export income for Peru’s farming communities. Project benefits also include capacity building and conservation of the heirloom varieties.

Super Premium Chocolate Brand

In Ecuador, CAS is facilitating the creation of a partnership between cacao farmer cooperatives and social investors to launch a super-premium chocolate product in the USA. The marketing entity and the brand will be partially owned by the cooperative. Not only will the farmers be paid the Fair Trade price for their output, but they will share in the profits. Additional benefits include capacity building, and landrace conservation.

WASA

ICRISAT is a lead partner in the West Africa Seed Development Association (WASA). CAS will be working with WASA to develop and implement IP policies, branding strategy and a marketing plan.  For more information on this please click on this link “IP support for WASA: not just another AID project“.